Installation and specification
RubberCover includes adhesives produced in-house, detailing products, insulation, a vapour control layer and accessories, according to an anniversary feature published by Roofing Today on 17 September 2026. The feature presents the single-manufacturer package as a way to simplify sourcing and specification for installers.
The membrane can be cut to size, which the feature says removes the need for joints and helps speed up installation. It also describes the material as lightweight and flexible, with handling characteristics intended to suit residential sites where access and working space can be restricted.
The system is intended for both new-build and refurbishment work. Roofing Today identifies labour availability, weather, installation efficiency and health and safety as factors influencing roofing purchases. It also points to sustainability and performance over the building's life as considerations for buyers.
What the durability research covers
The feature cites research by German testing institute SKZ, commissioned by the United EPDM System Producers, known as VESP. The testing indicated that EPDM membranes could have a service life of at least 70 years under normal conditions of use, according to the account.
That figure concerns EPDM membranes. Roofing Today's report does not give a separate service-life figure for RubberCover's adhesives, insulation, vapour control layer or other components. The distinction matters when considering the membrane research alongside the specification of a complete roof system.
The feature also identifies resistance to ultraviolet exposure and ozone as characteristics of EPDM. It says the material's flexibility helps it accommodate changes affecting the building and roof. These are presented as reasons for choosing the membrane for long-term use, rather than as findings from a separately described RubberCover installation study.
On sustainability, the feature's argument centres on keeping roofing materials in service for longer and reducing premature replacement. It does not provide a quantified carbon saving or a comparison with another roofing material.
Ownership and branding
The business behind RubberCover changed ownership in 2021, when Holcim acquired Firestone Building Products. That transaction brought the roofing and building-envelope business into the building materials group.
The Elevate brand followed in 2022. Roofing Today describes the transition for contractors who had previously used Firestone RubberCover as a change in branding that retained the product's established background. It presents Elevate's current offer as combining that experience with Holcim's technical resources and international reach.